Big stunts, Super Bowl ads and brand flops rounded out the year

In 2018 brands were on a mission to connect with people more than even.

Sometimes brands (hey, Nike) felt it best to take a stand for an important issue or cause, while others used their creative prowess to make stunning ad campaigns that you could watch over and over again—think Apple’s HomePod ad. Then there were those that relied on clever stunts and activations to win some media coverage and attention from consumers.

Other brands, like Uber, needed to revamp their marketing and brand image to reposition after heaps of negative publicity, while some brands found themselves in the hot seat for various reasons.

2018 was a wild ride, so be sure to revisit the biggest stories of the year from Adweek’s Brand Marketing team below: